Yesterday I was having a look at what the High Street has got on the market for us on the bed linen and towels side of things (this passion runs through my blood and I don’t seem to get away from it ever…).Well I must admit that some of them look absolutely lovely but when you start approaching the products from closer you realise that most of them are made in the Far East and if you look even closer or dare touching them they feel harsh, which saddened me.

I was somewhat disappointed and surprised at finding out that these rough cloths were actually made of 100% cotton. From the touch, I could have sworn that there were man-made fibres in these fabrics but I was wrong. All these shops, (I will be polite enough not to mention them) charge the same prices as Milk and Honey for (excuse my French) selling a lot of crap to prioritise profits…

You could say to me “Well you are biased”, I will reply to you saying “The thing is, it is not easy to be authentic”. Why? Simply because we are genuine about our goods – when we say it is good quality and very soft we mean it. We have chosen the best raw materials that nature has given us and the best way to achieve it by the weave or grammage etc that human being has developed. We are passionate about what we do so we mean what we say. When we tell you our goods are made within the European Union, we know that it has not been made up by children or under horrendous conditions. Of course we could have chosen profits over caring but we made a priority to care first and deliver the best we can to you without compromise. You could say to me that I am naive and silly because isn’t it what business is about, profit? I will answer simply: “Yes we have to make a living of it but not at any cost and not without giving a lot of thought to what we do and the people we affect”.

We are simply true to ourselves and follow a dream with passion and gut feeling, that’s all and that’s quite simple…

I love the philosophy of American apparel: “For us “sweatshop free” was never about criticizing other business models; it was about attempting something new. It comes down to this: not blindly outsourcing, but rather knowing the faces of our workers and providing them the opportunity to make a fair wage.”

I really love their Bull Denim Woven Cotton Cities Bag, a very cool and stylish way to shop and say NO to plastic carrier bags…